感知服务质量对多渠道零售商品牌权益的影响
发布时间：2018-10-05 10:49
【摘要】：在线上零售冲击下,传统零售商的电商化转型势在必行,结合了实体门店与在线商店的多渠道零售模式成为全球零售业发展的趋势,如何提升品牌权益成为全新背景下零售商建立竞争优势的关键。本文实证探讨了线上线下感知服务质量对多渠道零售商品牌权益的影响,研究结果表明:在多渠道零售模式下,感知服务质量仍然是消费者品牌态度的重要决定因素;传统零售商通过提高线上服务质量重塑品牌的努力不会受到来自线下的干扰,也即线上线下感知服务质量在提升品牌权益过程中不存在交互影响;线上线下零售店铺环境要素的内涵存在很大差别,其中,氛围因素、设计因素均为线上线下感知服务质量的重要前因变量,但是社会因素仅仅对于线下感知服务质量产生影响,消费者更加崇尚标准化运营的线上店铺。
[Abstract]:Under the impact of online retail, the e-commerce transformation of traditional retailers is imperative, combining the multi-channel retail mode of physical stores and online stores has become the trend of global retail development. How to promote brand rights and interests has become the key to establish the competitive advantage of retailers under the new background. This paper empirically discusses the effect of perceived service quality on brand rights and interests of multi-channel retailers. The results show that the perceived service quality is still an important determinant of consumers' brand attitude in multi-channel retail mode. Traditional retailers' efforts to reshape their brands through improving online service quality will not be affected by offline interference, that is, there is no interaction between online and offline perceived service quality in the process of brand equity promotion. There is a great difference between online and offline retail store environmental factors. Among them, atmosphere factor and design factor are all important antecedents of perceived service quality, but social factors only affect offline perceived service quality. Consumers more advocate standardized operation of online stores.
【作者单位】： 东北财经大学工商管理学院;
【基金】：国家自然科学基金项目“调节聚焦范式下的用户生成内容(UGC)对多渠道零售商品牌权益的影响机理研究”(71272050) 教育部人文社会科学研究一般项目“顾客信任转移和商店形象契合感知对传统零售商线上延伸绩效的作用机制研究”(12YJA630115) 霍英东教育基金会高等院校青年教师基金项目“多渠道零售商线上线下营销协同的机制与策略”(131078) 中央财政支持地方高校发展专项资金科研重点研究基地项目“SoLoMo趋势下全渠道零售的机理与策略研究”(DUFE2014J15)
【分类号】：F724.2;F724.6
[Abstract]:Under the impact of online retail, the e-commerce transformation of traditional retailers is imperative, combining the multi-channel retail mode of physical stores and online stores has become the trend of global retail development. How to promote brand rights and interests has become the key to establish the competitive advantage of retailers under the new background. This paper empirically discusses the effect of perceived service quality on brand rights and interests of multi-channel retailers. The results show that the perceived service quality is still an important determinant of consumers' brand attitude in multi-channel retail mode. Traditional retailers' efforts to reshape their brands through improving online service quality will not be affected by offline interference, that is, there is no interaction between online and offline perceived service quality in the process of brand equity promotion. There is a great difference between online and offline retail store environmental factors. Among them, atmosphere factor and design factor are all important antecedents of perceived service quality, but social factors only affect offline perceived service quality. Consumers more advocate standardized operation of online stores.
【作者单位】： 东北财经大学工商管理学院;
【基金】：国家自然科学基金项目“调节聚焦范式下的用户生成内容(UGC)对多渠道零售商品牌权益的影响机理研究”(71272050) 教育部人文社会科学研究一般项目“顾客信任转移和商店形象契合感知对传统零售商线上延伸绩效的作用机制研究”(12YJA630115) 霍英东教育基金会高等院校青年教师基金项目“多渠道零售商线上线下营销协同的机制与策略”(131078) 中央财政支持地方高校发展专项资金科研重点研究基地项目“SoLoMo趋势下全渠道零售的机理与策略研究”(DUFE2014J15)
【分类号】：F724.2;F724.6
【参考文献】
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